Television vs. Magazines

Report
Television vs. Magazines
June, 2011
Television vs. Magazines
• Television sets itself apart from other media with its ability to
offer sight, sound, and motion to generate emotional
responses from the viewer.
• The engaging qualities of television allow advertisers to create
a long lasting and memorable brand image.
• Television has unbeatable scale and reach that reaches
audiences quickly and effectively.
Television vs. Magazines
• Magazines only target specific demographic segments. TV has
the ability to target specific demographics and at the same
time, reach a critical mass of viewers.
• In order to reach a similar mass as TV, one would have to
advertise in hundreds of magazines which would not be cost
effective.
• TV offers not only sight, but also sound and motion. Ads in
magazines are strictly visual and do not connect with viewers
the same way as TV advertisements do.
Source: Magazine Advertising Effectiveness, Guy Consterdine, http://www.consterdine.com/articlefiles/50/mag_ad_effectiveness.pdf
Television vs. Magazines
Cross-media Comparison
• Cross study comparison – Weekly hours Adults 25-54
NADbank
PMB
RTS
PPM
comScore
25.7
22.0
22.8
22.4
21.5
19.0
18.5
18.3
16.0
10.3
10.7
9.0
4.7
4.4
1.7
na
Television
Source: Marketing Magazine May 17, 2010
na
Radio
na
Online
na
na na
Dailies
0.7 0.6
na na
Magazines
Television vs. Magazines
• Since many people casually flip through magazines,
advertisements may only be seen for a fraction of a second.
This can make it difficult for consumers to recall specific
advertisements.
• TV reaches viewers when they are most receptive to
advertising.
• TV ads bring the entertainment and brand to the viewer
without the viewer needing to make any effort. The reader of
a magazine must take an active approach to look at
advertisements.
Source: Magazine Advertising Effectiveness, Guy Consterdine, http://www.consterdine.com/articlefiles/50/mag_ad_effectiveness.pdf
Television vs. Magazines
• Person-to-person communication is achieved through the
combination of both the spoken word and unspoken elements
such as body language and gestures.
• Television has both visual and sound capabilities which
allowing it to come closer than any other medium to offer
ideal communication.
• Television’s ability to touch senses simultaneously creates a
synergistic effect that cannot be duplicated by only
stimulating an individual sense.
Television vs. Magazines
• Reading a magazine requires more mental effort than viewing
television.
• Consumers are typically expecting to be entertained rather
than made to work.
• The process of scanning the pages means having to
constantly make decisions with relatively high attention.
• On average, only about 60-70% of all content (ads and
editorial) in a magazine is actually viewed by a reader.
Source: Magazine Advertising Effectiveness, Guy Consterdine, http://www.consterdine.com/articlefiles/50/mag_ad_effectiveness.pdf
Television vs. Magazines
• Exposure to an advertisement in a magazine is under the
reader’s control, whereas; television viewers may happily
attend to an advertisement for product if the commercial is
entertaining.
• TV and magazine ads are stored in memory in different ways.
A TV commercial tends to be held in the mind as a “story”.
With magazine ads, a higher proportion of memories are
stored as information about the product rather than about the
ad itself.
Source: Magazine Advertising Effectiveness, Guy Consterdine, http://www.consterdine.com/articlefiles/50/mag_ad_effectiveness.pdf
Television vs. Magazines
Consumers Surveys
• TVB participates in omnibus telephone surveys conducted by
BBM Analytics to gauge consumers attitudes towards
advertising in all major media and to gain insight into their
behaviour with media
• Surveys include:
•
•
•
•
•
Perception of Advertising Effectiveness
Receptivity to Advertising
Screen Preference
Media Synergy
PVR Impact
Television vs. Magazines
Advertising Effectiveness
Which ONE media source carries advertising that you believe to be the most Influential?
A25-54
63.7
13.7
9.3
6.0
Television
Source: BBM Analytics May 2010
Radio
3.2
Newspaper
Magazines
1.2
Internet
Out of home
Television vs. Magazines
Advertising Effectiveness
Which ONE media source carries advertising that you believe to be the most Persuasive?
64.1
A25-54
7.9
9.9
5.5
7.1
2.1
Television
Source: BBM Analytics May 2010
Radio
Newspaper
Magazines
Internet
Out of home
Television vs. Magazines
Advertising Effectiveness
Which ONE media source carries advertising that you believe to be the most Powerful?
66.9
A25-54
6.5
Television
Source: BBM Analytics May 2010
Radio
11.2
8.1
3.7
Newspaper
Magazines
1.0
Internet
Out of home
Television vs. Magazines
Advertising Receptivity
In which medium are you most likely to Notice advertising?
A25-54
55.9
16.0
11.7
7.6
3.2
Television
Source: BBM Analytics June 2010
Radio
Newspaper
Magazines
1.4
Internet
Out of home
Television vs. Magazines
Advertising Receptivity
When are you most Receptive to advertising messages?
A25-54
42.7
13.2
11.9
10.2
7.1
Watching
Television
Source: BBM Analytics June 2010
Listening to Reading a
the Radio Newspaper
Reading a
Magazines
7.1
On the
Internet
Out of home
Television vs. Magazines
Advertising Receptivity
When do you pay the most Attention to advertising messages?
A25-54
42.3
14.9
12.7
6.3
Watching
Television
Source: BBM Analytics June 2010
Listening to Reading a
the Radio Newspaper
Reading a
Magazines
7.3
On the
Internet
9.4
Out of home
Television vs. Magazines
Advertising Receptivity
Thinking about your Favourite advertisement, where did you see it?
68.2
A25-54
3.7
Television
Source: BBM Analytics June 2010
Radio
4.7
Newspaper
7.1
3.7
2.7
Magazines
Internet
Out of home
Television vs. Magazines
Advertising Receptivity
Have you ever seen an ad that has made you Laugh or Cry? Where?
83.6
A25-54
88.2
10.9
Yes
No
7.8
2.5
Television
Source: BBM Analytics June 2010
Radio
0.3
Newspaper
1.3
0.8
Magazines
Internet
Out of home
Television vs. Magazines
• According to a study conducted in the U.K. by Thinkbox:
– TV is a profit generator. On average, a £1 million increase in TV
investment yielded a £4.5 million increase in sales.
– Magazine advertising did not produce results nearly as significant
compared to TV.
– TV delivers its value over a much longer time frame (45% of its total
sales effect is delivered after the first year).
Source: Thinkbox 2008
Television vs. Magazines
• Television commercials account for 10.3% of all word of
mouth conversations in regards to brands. This compared to
only 2.6% for ads featured in a magazine.
• Television is the leader in ad expenditure volume and is the
media advertisers entrust the largest share of their media
budgets to.
• TV has the ability to spark a conversation, and advertisers
wanting to start lots of conversations quickly have to consider
television.
Source: ADMAP November 2010
Television vs. Magazines
Attitudes of adults towards product placement in TV shows
• 24% agree to the statement “After I watch my favourite TV
show, I can remember brand name products the characters
were using during the show”.
• 22% agree to the statement “To see a character interact with
brand name products I use makes the show more real to me”.
• 41% agree to the statement “When I watch TV, I often notice
brand name products used as part of the set”.
Source: TV Dimensions 2010
Television vs. Magazines
• The people who saw a magazine ad followed by a TV
commercial, got more out of the commercial:
– They paid greater attention to the soundtrack, the visual elements, and
the brand name.
– They also had more thoughts evaluating the brand, and more thoughts
evaluating other aspects of the commercial.
– In addition, there was greater brand name recall, and greater recall and
recognition of brand claims.
• Evidently print makes television work better.
Source: Magazine Advertising Effectiveness, Guy Consterdine, http://www.consterdine.com/articlefiles/50/mag_ad_effectiveness.pdf
Television vs. Magazines
• Magazines have less flexible production schedules which
require ads to be submitted several weeks before publication.
These production schedules make it more difficult to use
information pertaining to matters of current or local interest.
• TV campaigns can be put on the air in a relatively short
period of time.
• Very few magazines have a large circulation. New issues of
magazines are only circulated on a weekly or monthly basis.
• TV has the ability to reach target audiences quickly and
effectively.
Source: Marketing Tenth Edition, McGraw-Hill Ryerson 2004
Television vs. Magazines
• In Summary:
– Television is far more effective than magazines in conveying an
advertiser’s message as TV impacts the consumer’s several different
senses simultaneously.
– Research shows people identify TV as the medium they find to be most
effective, engaging, and persuasive.
– The visual and emotional attributes of TV advertising allow for better
retention of information and brand awareness on the part of the
consumer.

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